Eat Natural, the fruit and nut bar brand, has developed a new variant exclusively for Selfridges Food Halls. Eat Natural Just for You… with blueberries, macadamia nuts and cocoa nibs will launch this week.
The 50g bar will be a permanent line for Selfridges and will sit alongside its core snack bar lines and children’s range, Eat Natural Lunchies. It will be sold in London, Birmingham and Manchester.
Eat Natural co-founder Praveen Vijh says they wanted to create a bar made from “wholesome ingredients” for the retailer.
The deal is part of the company’s strategy to develop brand alliances for limited edition products and exclusive recipes. Last year, it created the limited edition Mile High Bar for Virgin Atlantic, which contained Goji berries and aimed to give passengers slow release energy during their flight (MW November 23, 2006).
Vijh says: “As all our bars are made by hand in small batches, we are very lucky in having the freedom and flexibility to create lots of different tasty bits and bobs, from special one-offs for specific customers like Selfridges or new lines and categories for our core business.”
The company, which celebrated its 10th anniversary this year, doubled its marketing spend to £1m at the start of 2007 to support its existing range of bars and develop new products (MW March 15). It has also used advertising for the first time to target commuters and hoped to reach 1 million new consumers with a sampling campaign.